On September 1, 2009
Disney’s Superhero Bid for Elusive Young Males
Walt Disney’s willingness to pay $4 billion to bring action heroes like the Hulk and X-Men into its pristine Magic Kingdom is a great example of the do-what-you-have to-to-do mindset in the new media market. After years of failing to attract young males to its creative cause, Disney is just buying them. Disney’s surprise acquisition of Marvel Entertainment — a missed opportunity for rivals Viacom and Warner Bros. — assures its appeal beyond children and families across its film, TV, video game, theme park and merchandising ecosystem. Young male consumers are an elusive, but lucrative demographic is any media segment, as Disney knows from the success of its own ESPN franchise. Male Internet users, representing the cream of the crop…
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